A Holistic Customer Approach Using RTA –

Connecting RTA and CRM

Dr. Florian Heinemann

WUC, Berlin, May 29th 2015

“Biddable Media“ / RTA in 2015 – A (subjective

perspective) at the status quo

1

Relative

ímportance of

“High/Deep

Reach Login-

Platforms“

2015 t

The increase in importance of the large

platforms is irreversible and will continue (with some

new platforms entering)

Market Share of

“High/Deep Reach Login-

Plattformen“ (Google, FB,

AMZ, Apple, Alibaba etc.)

RTA-based CRM-activities are currently under-developed

vis-a-vis their potential

2

Strength of

user/customer

engagement

Potential

for syste-

matization

Contact with

unknown user

User interaction

with application

Initial action/

purchase

Repeat action/

purchase

Audience Targeting Re-Targeting CRM RTA

Realized

scaling/

systematiza-

tion in RTAUser/Customer Journey

3

CRM…

• due to its effect on marketing cost (ratio) is becoming a focus topic

of advertisers very early in the development of their marketing

programs

• is one of the few areas where advertisers have a – potential and

very specific(!) – know how/information advantage compared to

the “high/deep reach login platforms“ (Google, Facebook, Amazon

etc.)

“CRM is the new SEO“

“Core CRM(-RTA)“ is the basis for scaling traffic acquisition –

Facebook leads the way…

4

1

„Kern CRM“

2a

„Engagement

CRM“

2b

„Look-alike

CRM“

Technical and logical infrastructure ideally can be applied accross all approaches

RTA-CRM is among the more costly CRM channels/

approaches, but can be targeted in a very granular way

5

Effective

CPM

(distribution +

media +

concept)

Onsite /

Person.Email

Mob.

Push

Notif.

Re-

Targe

ting

FB

Cust.

Audi-

ence

RTA-

CRM

Inserts

(inter-

nal

media)

Inserts

(exter-

nal

media)

SMS

CRM-

Out-

bound

Calls

Ideally, CRM-RTA activities are part of an orchestrated approach

to contact/reactivate existing customers/leads

6

High-Bid

4/24h)

High-Bid

RTA Campaign

(FC: max.

4/24h)

Push

Notification in

Mobile App

E-Mail

PromotionNo opening

within 24h

Low-Bid

RTA campaign

(FC: max. 2/24)

No Click

within 24h

Customer profile/segment

• High CLV

• Mobile App User

• High CLV

• Purchases primarily

discounted products

• Last purchase in “sports“

categorie

• Mobile App User

• Low CLV

• Last purchase was partial

return

• Last purchase in “dresses”

category

• Permission email marketing

„Fritz“

„Frida“

1. Contact 2. ContactNo Response …

…

…

But an orchestrated approach requires

the appropriate infrastructure

This orchestrating system ideally should work largely with

existing infrastructure

7

Central Logic-Reporting

Engine contains:

● DMP

● Bidder/DSP

● Adserver

● API for 3rd party

systems/tools

● Optimization layer

● Reporting Engine

CRM / DWH Data

Behavioral Data

(incl. Cross Device)

3rd Party Data

Transaction Data

Data Sources / Input Logic-/Reporting-Engine Execution – Output

Layer

“User &

Business

Data

Mes-

sages /

Content/

Creatives

Res-

ponse

Data

1

Cross

Channel

Messages

Email Push Notif.

FB Cust. Aud. RTA

2

Personaliza-

tion of

applications

As always – there is lots of details/aspects to consider

during the implementation…

8

• Organisational responsibility – cross-functional topic, who is in the lead?

• Sensible infrastructur:

− Proprietary vs. 3rd party components

− Restriction on logic vs. „physical“ distribution (of messages)

• Optimal channel/message mix:

− Expansive vs. cheap

− Online/digital vs. “offline“

• Sensible trigger-events

• Adequate optimization approaches:

− Single contacts/channels vs. integrated journey

− Direct response vs. total response

Contact details

Dr. Florian Heinemann

Founding Partner & Managing Director

Project A Ventures GmbH & Co. KG

Julie-Wolfthorn-Straße 1

10115 Berlin / Germany

eMail: florian.heinemann@project-a.com

Twitter: @fheinemann